Andini, Siska Fitri (2022) ANALISIS TINGKAT KEPUASAN PELANGGAN DENGAN METODE CSI DAN ANALISIS SWOT DALAM MENENTUKAN STRATEGI PEMASARAN PADA PT. TJAKRINDO MAS. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
PT. Tjakrindo Mas adalah perusahaan dalam negeri yang memproduksi produk beton pratekan yang merupakan bahan utama dalam pengembangan dan pembangunan infrastruktur di Indonesia yang berdiri sejak tahun 1997. Di PT. Tjakrindo Mas belum pernah mengukur tingkat kepuasan pelanggan sebelumnya. Masalah eksternal yang ada saat ini yaitu munculnya kompetitor dengan produk sejenis. Berdasarkan pemasalahan yang ada, metode yang tepat untuk memecahkan masalah ini yaitu Customer Satisfaction Index (CSI) dan SWOT. Metode CSI digunakan untuk menghitung tingkat loyalitas pelanggan sedangkan SWOT digunakan untuk merumuskan strategi promosi yang akan diterapkan perusahaan. Hasil penelitian yang dilakukan menggunakan metode CSI terhadap lima dimensi kualitas pelayanan menunjukkan angka 73,44% atau 0,7344. Hasil tersebut menunjukkan bahwa pelanggan merasa puas dengan pelayanan yang diberikan oleh PT. Tjakrindo Mas. Dari hasil analisa SWOT didapatkan strategi SO (Strength and Opportunities) yang artinya perusahaan mempunyai kekuatan sehingga mampu memaksimalkan peluang yang tersedia. Strategi yang perlu digunakan perusahaan di kuadran I yaitu agresif. Kata kunci: Tingkat Kepuasan Pelanggan, Strategi Pemasaran, Customer Satisfaction Index, SWOT PT. Tjakrindo Mas is a homegrown organization that produces prestressed substantial items which are the principal material in the turn of events and development of foundation in Indonesia which was laid out in 1997. At PT. Tjakrindo Mas has never estimated the degree of consumer loyalty previously. The ongoing outside issue is the development of contenders with comparative items. In light of the current issues, the proper strategy to take care of this issue is the Consumer Satisaction Index (CSI) and SWOT. The CSI technique is utilized to compute the degree of consumer loyalty while the SWOT strategy is utilized to figure out a promoting procedure that will be applied by the organization. The aftereffects of examination directed utilizing the CSI strategy on the five components of administration quality showed the figure of 73.29% or 0.7329. These outcomes show that clients are happy with the administrations given by PT. Tjakrindo Mas. From the consequences of the SWOT investigation, the SO (Strength and Potential open doors) technique is gotten, and that implies the organization has the strength so augmenting the accessible opportunities is capable. The system that organizations need to use in quadrant I is forceful. Keywords : Customer Satisfaction Level, Marketing Strategy, Customer Satisfaction Index, SWOT.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | 18032010008 | ||||||||
| Date Deposited: | 04 Mar 2024 05:24 | ||||||||
| Last Modified: | 04 Mar 2024 05:24 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/7927 |
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